How to Create a Digital Strategy That Works

In the previous article, we talked about where to start working on a digital strategy: why you need to hold a team briefing, analyze demand local marketing email list and competitors. How to Create a Digital Strategy That Works .

In this article, Artem Elisov, Commercial Director of Kompleto, shared how to develop and test hypotheses and what requirements must be met when developing a digital strategy.

Spoiler: we have collected several cases from our practice that will help you understand how you can apply the knowledge you have gained.

Development of hypotheses: types and process of formation

When conducting research in business, various hypotheses often arise that can significantly affect digital strategy.

Generating hypotheses is an important using webinars for inbound success step that will help you understand what changes can lead to a positive outcome.

Types of hypotheses

Product Hypotheses

These include:

• product characteristics that  relate to improvements in the characteristics of the product, such as quality, functionality or design;
• benefits – how unique or distinctive features of a product can enhance its appeal and attract consumers;
• intellectual property that is associated with patents, brands or other rights that may enhance the competitive advantage of a product;
• dependency analysis, which includes everything uncontrollable that must happen for your product to be successful (for example, external circumstances or changes in the market);
• delivery schedule – how speeding up or slowing down delivery might affect demand and sales;
• Total cost of ownership or implementation – how the cost of owning a product (e.g. cost of maintenance or use) influences fresh list the purchasing decision.

For example, such a hypothesis might sound like this: “If we deliver goods within 1-2 days, then sales will increase.”

Hypotheses about the target audience

When expanding your target audience or entering a new segment, it is important to formulate hypotheses about what types of consumers exist, what problems and needs they have.

These include:

• types of consumers;
• latent and active problems of buyers, as well as how they see solutions to their problems;
• a day in the life of your customers, their habits and needs;
• ROI justification – how investments in target audiences can lead to increased profits.

For example, if you manufacture vehicles and want to reduce the weight of the car, the hypothesis might be: “If we change the dashboard material from wood to plastic, it will reduce the weight and improve the performance of the car.”